In this study, we use structural equation modeling to conduct analysis on the basis of consumers in Taipei City taxi fleet to establish brand awareness, brand image, the perceived risk that consumers received, and brand loyalty between the regime and the appearance of the relationship. The results can provid a reference as the sales strategy for the industry. Test results represent that all dimensions have effects on loyalty. And brand awareness, brand image, perceived risk and brand loyalty are the key factors fot sustainable operation. The author suggests that in addition to upgrading the fleets' brand awareness, it is a very important issue to maintain brand image. And the perceived risks of customers have a number of intermediary chang in the meantime. We should reduce the perceived risk of consumers in the marketing strategy, because lower perceived risks can increase brand loyalty. And the brand loyalty is an important strategy not only to increase market share but also to lower the consumer's perceived risk.